PAGE A LOCAL STRAP PERSPECTIVE
Angelique Smith, the chief executive officer of Event Synthesis International.
David Ashdown, chief executive officer of VUKA Group.
Projeni Pather, managing director at Exposure Marketing.
Entrepreneurs: The driving forces behind innovation and economic growth Crucial to Africa’s progress and economic expansion, small and medium-sized enterprises constitute 95 per cent of all officially registered businesses, and make a significant 50 per cent contribution to the overall GDP of sub-Saharan nations.
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espite entrepreneurs dominating the market, they encounter substantial challenges in their pursuit of growth and prosperity, extending beyond the conventional hindrance of securing financial resources.[1] Addressing their needs and ability to reach their potential is essential to creating a prosperous Africa. In recognition of Entrepreneur Month, members of the Association of African Exhibition Organisers (AAXO) share their learnings to uplift future entrepreneurs of the business events sector: Challenges faced by young entrepreneurs Angelique Smith, the chief executive officer of Event Synthesis International highlights that client scepticism toward young entrepreneurs represents a challenge that must be overcome. She recalls her experience when she launched her business in 2003, emphasising that she faced questions about her level of experience, especially upon entering the corporate sector. In response, she adopted a continuous learning approach, pursued qualifications, and actively engaged with
industry associations, committees, and networks to stay updated on the latest industry trends. In a crowded industry, it is crucial for young entrepreneurs in the business events sector to identify market gaps and seize opportunities. Projeni Pather, managing director at Exposure Marketing, and the visionary behind MamaMagic, serves as an inspiring example: “My early exposure to the profound impact of exhibitions on businesses and their target audiences reinforced my belief in their potential as a leading marketing platform. Recognising an unmet need for parenting exhibitions, I founded Exposure Marketing in 2004, giving rise to Africa’s largest baby and parenting expo. Our journey through the pandemic has been marked by resilience and a transformative approach, leading to the birth of a robust exhibition and marketing management agency arm within our organisation.” David Ashdown, chief executive officer of VUKA Group, said that entrepreneurship is characterised by taking risks, creativity, and problem-solving: “VUKA Group distinguishes itself through an entrepreneurial spirit that empowers the entire team.” One such example of adaptation, and as an experienced leader
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operating across emerging markets, VUKA Group adapts a different approach and mindset when working across different regions, showcasing the importance of localisation in events’ strategies. Adapt or stagnate In today’s rapidly evolving business landscape, the ability to adapt or stagnate can make all the difference for entrepreneurs. As highlighted by Mr Ashdown and Ms Smith, identifying market gaps and embracing innovation are essential for success. “Problem-solving is a constant in entrepreneurship. From managing diverse client personalities to navigating unforeseen challenges like economic fluctuations, supply shortages, and last-minute changes, being solutionoriented, adaptable, and resilient is key to success in the business events industry,” Ms Smith said, winner in the Tourism category at the 2022 Woman of Stature Global Awards hosted in Dubai. Green eventing Sustainability has emerged as a crucial consideration in the business events industry, and its significance cannot be overstated. As the world grapples with www.businesseventsafrica.com
